CRM Applications – Architecture of CRM Systems

Technical Architecture of CRM Systems
The rapid growth and expansion of CRM systems can be described in three dimensions business process, industry and technology. First, CRM systems have broadened support and automation of business operations, from call center operation, workflow management, e-procurement, to sales force automation (SFA). Second, CRM systems have been deployed in a wide variety of industries from financial CRM, marketing CRM, and pharmaceutical CRM to automotive CRM. Finally, the CRM technology has evolved from traditional CRM, online or Web based CRM, Hosted CRM, and Mobile CRM to Wireless CRM.

Read also : What is Customer relationship management – Basic Of CRM

A CRM system consists of three major components:
• CRM Software – This is the backend of CRM systems which usually includes a relational database for storing persistent information, a software applications for handling business logics.
• Client Hardware – It could be a PC or handheld devices for accessing enterprise information.
• Mobile Middleware – A middleware facilitates the interactions between CRM software and access devices or PCs. The Mobile middleware provides great benefits for mobile workers to access and share enterprise information across organizational lines and locations.

crm benefits
crm benefits

CRM Applications

Some of the functional and technical requirements for CRM solutions are;

• Business Intelligence and Analytical Capabilities:

CRM applications contain vast amounts of information that pertain to an organization’s customers and prospects. This information needs to be leveraged and analyzed by decision makers so that they can make more informed and timely business decisions. This is possible only if CRM solutions have robust business intelligence and analytical capabilities. This is a major requirement primarily for marketing applications.

• Unified Channels of Customer Interaction:

This involves not only integrating the functional components of CRM solution but also integrating these components across multiple channels so that the customer interaction can be seamless, consistent and efficient.

• Web-based Functionality Support:

Web-based functionality is essential for  applications such as web self-service and unassisted sales. Web is also a critical channel for e-business and is also important from an infrastructure perspective. Users of CRM applications require access to their applications, which is supported via standard web-browsers. Moreover business logic and data are maintained centrally, thus facilitating the deployment, maintenance, and upgrading of applications.

• Centralized Repository for Customer Information:

CRM solutions should work from a centralized repository so that current customer information is available in real-time to all customer-facing employees.

• Integrated Workflow:

CRM solutions should have a strong workflow engine to ensure that cross-functional tasks can be accomplished as dynamically and seamlessly as possible.

• Integrated with ERP applications:

Integration must include low-level data synchronization as well as business process integration so that the integrity of business rules can be maintained across systems and workflow tasks can pass between the systems. CRM-to-ERP integration also ensures that organizations can perform business intelligence across systems.

• The CRM applications are a convergence of functional components, advanced technologies and channels. Functional components include campaign applications, sales applications, marketing automation, and customer service and support applications. Channels include the Web, call centers and phone, and mobile devices. information);

Best Free CRM Software for Business in 2019
What is Customer relationship management - Basic Of CRM
Spread the love